The 7 Mistakes to Avoid When Buying Fine Jewelry Online

 

Introduction

Buying fine jewelry online has become a common and accessible practice. In just a few clicks, you can discover thousands of creations, compare prices, and have the piece of your dreams delivered directly to your home. Whether it’s for an engagement ring, a precious birthday gift, or simply to treat yourself, the internet offers an unmatched selection and a level of transparency often missing from traditional boutiques.

Yet behind this apparent ease lies a legitimate question: how can you be sure of the quality, authenticity, and reliability of the seller behind the screen? Not being able to touch the piece, see it with your own eyes, or speak face-to-face with a professional can create apprehension—especially when it’s a significant investment.

This comprehensive guide has been designed as a true safety checklist to turn that apprehension into confidence. We’ll review the seven most common mistakes made when buying fine jewelry online and give you the tools to avoid them. By the end of this article, you’ll know exactly which criteria to check to make your purchase with complete peace of mind.

Mistake No. 1: Ignoring the importance of certificates and hallmarks

The first mistake—and likely the most critical—is overlooking the authenticity guarantees provided by certificates and hallmarks. These elements are your jewelry’s identity card and attest to its true quality.

The authenticity certificate: your stone’s identity card

When you purchase jewelry set with precious stones—especially diamonds—an authenticity certificate is absolutely essential. This document, issued by an independent, internationally recognized gemological laboratory, precisely details the stone’s characteristics: its carat weight, color, clarity, cut, and proportions.

The most reputable laboratories are the GIA (Gemological Institute of America), the IGI (International Gemological Institute), and the HRD (Hoge Raad voor Diamant). A diamond certified by one of these organizations guarantees an objective and reliable assessment. Without this certificate, you have no assurance of the true quality of the stone you are buying.

At Lauredi, we place paramount importance on transparency and traceability. That is why all our diamonds of 0.3 carat and above are systematically accompanied by an authenticity certificate issued by a recognized laboratory. This assurance means you know exactly your stone’s characteristics and can invest with complete confidence.

To better understand how to tell a real diamond from an imitation, we invite you to consult our complete guide to real vs. fake diamonds, which provides everything you need to spot the difference.

Mandatory hallmarks: the legal guarantee of your precious metal

In France, any piece of precious-metal jewelry must legally bear two types of hallmarks. The first is the maker’s mark, diamond-shaped, which identifies the jeweler or manufacturer. The second is the guarantee hallmark, applied by the French State, which certifies the exact fineness of the precious metal used.

These hallmarks are typically found inside the band of a ring, on the clasp of a necklace or bracelet, or on the post of earrings. Their presence is non-negotiable: any piece sold in France without these marks is either a counterfeit or costume jewelry and cannot be presented as fine jewelry in precious metals.

At Lauredi, all our jewelry is crafted exclusively in 18-karat gold and proudly bears the eagle’s head hallmark, the official French mark certifying a 750‰ gold fineness. This uncompromising standard guarantees the nobility of the metal and the lasting beauty of your jewelry over time.

With reputable jewelers, this information is clearly stated in the product description. Transparency regarding certification and hallmarks is a sign of professionalism and respect for the client. To learn more about quality standards in French fine jewelry, read our dedicated article on French quality in fine jewelry.

Mistake No. 2: Relying solely on the product photo

Jewelry photographs online can be stunning, but they can also be misleading. This second mistake is making a purchase decision based solely on one or two images, however appealing they may be.

The danger of photos that look too perfect

Many fine jewelry websites use 3D renderings or heavily retouched photographs to showcase their products. While these visuals have the advantage of presenting the piece at its best, they do not always reflect the reality of the product you will receive. Colors may be altered, proportions distorted, and details enhanced.

Some unscrupulous sellers even go so far as to use images taken from other websites or stock image libraries, without ever having the product in stock. The result: you order a piece that has nothing to do with what you thought you were buying.

What to look for to form an accurate impression

A reputable, transparent seller will provide several types of visuals. First, photographs of the piece being worn, so you can gauge its true size and how it looks on the skin.

The product description should also be extremely detailed. You should be able to find the exact weight in grams of the precious metal used, the precise carat weight of the stones, and all technical specifications. The more precise the description, the more transparent and trustworthy the seller.

Mistake No. 3: Not knowing the difference between materials

Confusing the different types of materials is one of the most costly mistakes you can make when buying online. Not all “gold” is created equal, and a price that is too low for a piece presented as solid gold should immediately raise a red flag.

Solid gold, gold-plated, and fine gold gilded: fundamental differences

Solid gold—whether 9, 14, or 18 carats—is an alloy containing a defined proportion of pure gold mixed with other metals to provide strength. An 18-carat gold jewel contains 75% pure gold, making it a precious and durable material. This type of piece retains its value over time and can be passed down from generation to generation.

At Lauredi, we have chosen excellence by offering only 18-carat gold creations. This gold standard strikes the ideal balance between purity, beauty, and mechanical strength, and is the benchmark for high-quality French fine jewelry.

Gold-plated jewelry, by contrast, is made of a base metal—often brass or copper—coated with a thin layer of gold. This layer wears away over time and with use, revealing the underlying metal. A gold-plated piece quickly loses its shine and color and has no resale value.

As for gold vermeil, it is a technique in which an even thinner layer of gold than gold plating is applied to a base metal. This type of finish is even less durable than gold plating and is suitable only for fashion jewelry worn occasionally.

Gold carats: understanding purity and durability

The term “carat” refers to two different things in jewelry, which can be confusing. For gemstones, a carat is a unit of weight. For gold, it indicates the metal’s purity. Pure gold is considered 24 carats, but it is too soft to be used on its own in jewelry.

9-carat gold contains 37.5% pure gold, 14-carat gold contains 58.5%, and 18-carat gold contains 75%. The higher the carat, the more pure gold the piece contains—making its yellow tone richer and its value higher. However, a higher carat also means a slightly softer metal.

To learn everything about the different types of gold, their properties, and how to make the right choice for your needs, read our complete gold buying guide.

Mistake #4: Forgetting to check the return and warranty policy

A seller’s return and warranty policy says a great deal about their confidence in their products and their commitment to customer satisfaction. Overlooking these terms before buying is a mistake that can prove costly.

The law and beyond: your rights as a consumer

In Europe, the law grants you a 14-day right of withdrawal for distance purchases. This means you can return your jewelry within this period without having to justify your decision. However, this legal timeframe is only a minimum, and many reputable sellers offer far more favorable terms.

An online jeweler who truly believes in the quality of their creations won’t hesitate to offer an extended return period of 30 days—or even longer. This generosity reflects genuine confidence in their pieces and a desire to give the client time to ensure the jewelry perfectly meets their expectations. At Lauredi, we offer exactly this assurance with our 30-day return policy, because your satisfaction is our highest priority.

Signs of a confident, professional seller

Beyond the return window, check whether return shipping costs are your responsibility or covered by the seller. A seller offering free returns shows they are not trying to discourage customers from sending back a piece that doesn’t suit them.

A warranty against manufacturing defects is also essential. A warranty of at least one year—ideally two—is the standard in fine jewelry. It should cover manufacturing issues, such as a stone coming loose from its setting or a clasp breaking under normal wear.

Read the terms and conditions carefully before placing your order. If they are unclear, hard to find, or written in poor French, that’s a red flag and should make you think twice.

Mistake No. 5: Buying without knowing the correct size

Sizing mistakes are probably the most common issue when buying rings online, and they can turn a positive shopping experience into a source of frustration. Yet this mistake is easily avoided with the right tools and a little preparation.

The critical issue with rings: a matter of millimeters

Ring sizing is a matter of precision. A difference of just half a size can be the difference between a comfortable ring and one that’s impossible to wear. Too tight, it will constrict your finger and be difficult to remove. Too loose, it will spin on your finger and may be lost.

An added challenge is that your finger size varies slightly depending on the time of day, temperature, and—even for women—your hormonal cycle. Fingers tend to swell slightly at the end of the day and in warm weather, and to be slimmer in the morning and in cold conditions.

Solutions for determining your size accurately

The most reliable method is to visit a jeweler and have your finger measured by a professional using a ring sizer. If that isn’t possible, many online jewelers offer printable ring sizers for home use. Be sure to print the document at 100% scale with no printer scaling or adjustments.

Another method is to discreetly measure a ring you already wear that fits you perfectly. Measure the ring’s inner diameter in millimeters and compare it with the size conversion chart provided by the seller.

For a detailed guide covering all measuring methods and our professional advice, read our dedicated article on how to find your ring size. You’ll also find a downloadable ring sizer and tips for discreetly measuring a loved one’s ring size if you’re planning a surprise.

At Lauredi, we understand that it’s not always easy to determine your exact size. That’s why we offer a complimentary resizing of up to two sizes (up or down) on all our rings. This guarantee lets you order with complete confidence, even if you’re unsure of your precise size.

Finally, check whether the jeweller offers complimentary or reduced-price resizing. A seller who provides this service shows a commitment to supporting you through to complete satisfaction, even if the size you initially chose isn’t quite right.

Mistake No. 6: Overlooking the seller’s reputation and reviews

In the age of online commerce, a seller’s reputation is one of the most reliable indicators of their credibility and the quality of their products. Ignoring customer reviews and failing to check a site’s reputation before buying is a mistake that can lead to unpleasant surprises.

Where to find genuine reviews and how to interpret them

Not all reviews are equal. Testimonials shown only on the seller’s website may be curated or edited to display only positive comments. For an objective view, consult independent verified-review platforms such as Trustpilot, Avis Vérifiés, or Google Reviews.

These platforms verify that reviews come from customers who have made a genuine purchase. Read carefully not only the overall rating, but also the content of the comments. Pay particular attention to recent reviews, as they reflect the current quality of service and products.

Be wary of sites that have only extremely positive reviews—or, conversely, only disastrous ones. An overall rating between 4 and 4.5 out of 5 stars is generally a good sign. A few negative reviews are normal and show the feedback is genuine. What matters is how the seller responds to criticism and resolves issues.

Other trust signals to check

A professional, trustworthy website will always have a detailed “About” page presenting the brand’s story, values, and team. This transparency is a mark of credibility and helps put a face to the business.

The registered office or workshop address should be clearly stated in the legal notice. A French SIRET number is also a positive indicator, as it means the company is registered in France and subject to French consumer protection laws.

Customer service should be easy to reach through several channels: phone, email, and ideally live chat. Test their responsiveness by asking a question before you buy. A team that replies quickly and professionally is an excellent sign. Feel free to contact us if you have any questions about our creations or our services.

Mistake No. 7: Falling for prices that are “too good to be true”

The last mistake—though certainly not the least—is being tempted by unusually low prices. In fine jewelry more than anywhere else, the saying “you get what you pay for” applies perfectly. A price that seems too good to be true almost always hides a disappointing reality.

The trap of low-quality dropshipping

Some sites offer “gold jewelry” or “diamonds” at prices that defy all competition. These sellers often use dropshipping, a business model in which they never hold the product in stock. When you place an order, they buy the piece from an Asian supplier who ships it directly to you.

The problem with this model is that the seller controls neither the quality nor the authenticity of the product. What you receive is often costume jewelry in plated or gold-toned metal, with very low-quality synthetic stones or even glass. The finish is poor, the proportions are off, and the piece deteriorates quickly.

These sites use stolen professional photographs from other websites or 3D renderings that bear no relation to the actual product. Prices are deliberately attractive to generate as many sales as possible before negative reviews pile up, then the site disappears and reappears under a different name.

The true cost of quality in fine jewelry

Authentic fine jewelry has an unavoidable cost tied to raw materials and craftsmanship. The price of gold and precious metals is set daily on international markets. A jeweler cannot sell an 18-carat gold piece for less than the value of the metal it contains.

To this material cost are added the work of a skilled artisan, the cost of certified gemstones, and the operating expenses of a reputable business. A quality piece of jewelry is an investment justified by its durability, beauty, and lasting value.

Also be cautious of “permanent” promotions offering 70% or 80% off. A genuine jeweler cannot afford to discount their creations to that extent. These “fake promotions” involve displaying an artificially inflated original price to create the illusion of a bargain, when in reality the final price simply reflects the true price of the costume jewelry being sold.

Conclusion: Buy with complete peace of mind

Buying fine jewelry online doesn’t have to be an insurmountable obstacle course. By staying vigilant and keeping in mind the seven mistakes we’ve just outlined, you’re now equipped to shop with complete confidence.

Key takeaways: always check for certificates and hallmarks, don’t rely solely on photos, understand the differences between materials, read the return policy carefully, take the time to measure your size accurately, consult customer reviews on independent platforms, and be wary of unusually low prices.

A reputable seller who is passionate about their craft will always be transparent about their products, manufacturing methods, and commitments to clients. They will do everything possible to guide you in your choice and answer all your questions, because they know trust is built on transparency and quality.

Online shopping offers significant advantages: an unmatched selection, transparency on pricing and jewelry composition, the ability to take your time to compare and consider, and often more competitive prices thanks to the absence of intermediaries. These benefits shouldn’t be undermined by an avoidable mistake.

Ready to choose with complete peace of mind? Discover our 18-karat gold creations and certified diamonds, crafted in France with passion and backed by our satisfaction guarantee. Each piece is delivered with its certificate of authenticity and is covered by our 30-day return policy.

FAQ: Frequently asked questions about buying fine jewelry online

Can online jewelry stores really be trusted?

Yes, provided you choose a reputable and transparent seller. Check for verified customer reviews, a physical address in France, complete legal notices, and an easily reachable customer service team. A professional website will always provide certificates for gemstones and detailed information on hallmarks and metal composition.

How can I verify that a diamond is genuine when buying online?

A genuine diamond should always come with a certificate issued by a recognized gemological laboratory such as GIA, IGI, or HRD. This certificate details all the stone’s characteristics and guarantees its authenticity. Without this document, you have no assurance of the diamond’s quality or authenticity.

What should I do if my ring size doesn’t fit after delivery?

Before purchasing, check whether the seller offers a resizing service. Most reputable jewelers provide this service free of charge or at a reduced rate. You will generally have two options: send the ring back to have it adjusted to the correct size, or request a standard exchange under the return policy.

Is gold-plated jewelry poor quality?

Gold-plated jewelry is not necessarily poor quality, but it cannot be considered fine jewelry made from precious metal. The gold layer wears away over time and with use, and these pieces have no resale value. They are suitable as fashion jewelry for occasional wear, but not as a long-term investment.

How long does the warranty last for jewelry bought online?

The standard warranty in quality fine jewelry is at least one year, and often two years for high-end creations. This warranty covers manufacturing defects such as a loose stone setting or abnormal breakage, but not normal wear and tear or damage caused by improper use.

What is the price difference between 9, 14, and 18-carat gold?

18-carat gold, which contains 75% pure gold, is the most expensive because it contains more precious metal. 14-carat gold contains 58.5% and 9-carat gold 37.5%. Beyond price, 18-carat gold offers a richer yellow color and better value retention over time. It is the standard of high-quality French fine jewelry.

Are returns always possible for personalized jewelry?

Bespoke or personalized jewelry is generally excluded from the right of withdrawal, as it is made specifically for you according to your specifications. This exception must be clearly stated in the terms and conditions of sale before you place your order. However, the warranty against manufacturing defects still applies.

How do you care for jewelry bought online so it keeps its brilliance?

Gold and gemstone jewelry requires regular but simple care. Clean it with warm soapy water and a soft toothbrush, rinse thoroughly, and dry with a soft cloth. Avoid contact with chemicals, perfumes, and creams. Store each piece separately to prevent scratches.

Is it better to buy lab-grown diamonds or natural diamonds online?

Lab-grown diamonds offer the same physical, chemical, and optical properties as natural diamonds, at a generally more accessible price. They are an ethical and sustainable alternative, with no compromise on quality. The choice between the two depends on your priorities: if you are looking for a stone with a rich geological history, choose a certified natural diamond. If you prioritize value for money and the ethical aspect, lab-grown diamonds are an excellent choice.

What do the hallmarks on a gold piece of jewelry mean, and where can you find them?

Hallmarks are mandatory markings in France that guarantee the authenticity and fineness of the precious metal. The maker’s mark, diamond-shaped, identifies the manufacturer. The assay mark, applied by the State, certifies the gold fineness (375 for 9 carat, 585 for 14 carat, 750 for 18 carat). These hallmarks are generally found inside the band for rings, on the clasp for necklaces and bracelets, or on the post of earrings.